MKW1120 - Marketing theory and practice

Leader: Ms Maureen Griffiths

Offered

Berwick First semester 2008 (Day)
Berwick Second semester 2008 (Day)
Gippsland First semester 2008 (Day)
Gippsland First semester 2008 (Off-campus)
Sunway First semester 2008 (Day)
Sunway Second semester 2008 (Day)
Sunway Summer semester A 2008 (Day)
Singapore First semester 2008 (Off-campus)
Peninsula First semester 2008 (Day)
Peninsula Second semester 2008 (Day)
South Africa First semester 2008 (Day)
South Africa Second semester 2008 (Day)

Synopsis

Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

Objectives

The learning objectives of this unit are to:

• describe the key concepts upon which the practice of marketing is based;
• recognise these concepts in the marketplace and in everyday life;
• discuss the role and influence of marketing in the organisational environment;
• discuss how key marketing concepts can be used in analysing a range of marketing problems.

Assessment

On-campus - Within semester assessment: 50%
Examination (2 hours): 50%
Off Campus - Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prohibitions

MKW1401, MKF1120